aPhd in Business Management, Islamic Azad University, Tehran, Iran
bMaster of Marketing Management, Payam Noor University, Tehran, Iran
cMaster of Accounting, Islamic Azad University, Firozkooh, Tehran, Iran
Online published on 5 August, 2015.
In this study we investigate the role of the children in family purchase decision making the point of view Children and parents perceptions in Iran. Iran is a young country with different cultural characteristics. data is collected from 1146 questionnaires paired was distributed in different area. we found in nondurable products there is a disagreement between children and parents in family purchase decision making and there is agreement in durable products. Male children believe that they have more influence in family purchase decision –making also we found that there is a no difference between the perception of parents and children from their roles exceptions of machine in need recognition stage and mobile in final decision –making stage.
Need recognition, information search, final decision making, agreement, disagreement
